The commercial director of Škoda at the time, Tomáš Maglič, is considered the author of the idea.

A picture portraying a Native American decorating the Škoda Plzeň management office around the years 1918–1919 was likely his inspiration.

Two variants of the trademark were registered with the Office of Trademark and Design in Plzeň on December 15th, 1923.

The first variant, used in 1924 and 1925, was a winged arrow with a five-feathered stylized wing in a circle with the word Škoda.

The second variant showed a three-feathered winged arrow in a circle. The arrow in both variants pointed to the right. This stylistically perfect variant won and has not been significantly changed since.

While it is clear that the design was not the work of an amateur, the author of the Škoda logo is not known. First class Czech sculptors Otto Gutfreund or Otakar Spaniel are rumoured to have been the authors.

Much of the historical evidence suggests, however, that the logo was probably the outcome of a competition called by the technical director of the Škoda headquarters in Prague, Dr. Ing. Sýkora, who also initiated the registration of the trademark.

• The wing
  Technical advancement, manufacturing scope, worldwide sale of products.
• The circle, eye
  Manufacturing precision, high level of technical development, innovation.
• The forward-aiming arrow
  Progressive production methods, high productivity.
  
• The large circle
  Manufacturing versatility, perfection of production, the world, the Earth.

Blue, metallic, silver
(1925 - 1995) The basis of the logo was metal, and so silver (metallic) and blue were used.
Red
The logo was sometimes used in red in the 50s and 60s, also inverted if needed.
Green
(1993 - 1994) The blue was replaced with green and a new circle with the company name was added.
Black and green
(1994 - 2011) Black symbolizes the century-long tradition of the company and green indicates ecological friendliness.
Green, silver and black
(2011 - 2022)
Electric green and emerald green
(Since 2023) In surveys, many respondents associated these colours with ecology, sustainability and electromobility.